{"id":965,"date":"2018-03-29T00:00:00","date_gmt":"2018-03-28T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/big-data-and-personality-profiling-whatve-weve-been-reading-this-week-at-brand-genetics\/"},"modified":"2019-11-19T16:33:03","modified_gmt":"2019-11-19T16:33:03","slug":"big-data-and-personality-profiling-whatve-weve-been-reading-this-week-at-brand-genetics","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt\/big-data-and-personality-profiling-whatve-weve-been-reading-this-week-at-brand-genetics\/","title":{"rendered":"Big data and personality profiling\u2026 what’ve we’ve been reading this week at Brand Genetics"},"content":{"rendered":"

We\u2019ve been reading all about the Cambridge Analytica files and a few unorthodox insights have caught our\u00a0eye\u2026<\/h3>\n

While we\u2019re not going to touch on the heated debate itself (for background, see\u00a0here<\/a>,\u00a0here<\/a>\u00a0and\u00a0here<\/a>), we did want to focus on two interesting offshoots of the Cambridge Analytica files: personality profiling and fake news.<\/p>\n

For those who haven\u2019t been following, Cambridge Analytica and similar consultancies leverage individual and group data\u200a\u2014\u200asuch as demographics, internet activity, and past behaviour\u200a\u2014\u200ato better understand what motivates people, creating psychological profiles and tailoring communications accordingly to \u2018change audience behaviour<\/a>.\u2019 Personality testing has long been a staple of HR departments everywhere, but there is a growing shift towards applying similar thinking to the world of consumers.<\/p>\n

Why?<\/strong>\u00a0It has been increasingly shown that stated behaviour \/ preferences don\u2019t always match up with actual behaviour (see Figure 1). There are several reasons for this, but one explanation is the\u00a0social desirability bias<\/a>\u00a0(similar to \u2018virtue signalling\u2019): the tendency for people to tell small (white) lies in order to make themselves look better in front of their peers and society. This is a key driver behind the adoption of more empathetic and observational research techniques, where the focus is less on stated desires \/ preferences and more on hands-on, behaviour-based learning that is much harder to engineer. \u201cThe power in Google data,\u201d Seth Stephens-Davidowitz explains in\u00a0Everybody Lies<\/a>, \u201cis that people tell the giant search engine things they might not tell anyone else\u201d making such online sources a sort of \u201cdigital truth serum\u201d\u200a\u2014\u200aseparating fact from fiction.\u00a0<\/span><\/p>\n

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\"\"\"\"\"\"\"\"\"\"<\/canvas>\"\"<\/div>\n<\/div>
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Figure 1: What people say vs. What they do from “Everybody Lies” by Seth Stephens-Davidowitz<\/strong><\/em><\/p>\n

Ironically, while the abundance of such data can be a window into the truth, it can also serve as the fodder for manipulation and dishonesty: what we\u2019ve come to know as \u2018fake news.\u2019 While several attempts have been made to curtail its influence and spread, last week saw the launch of a\u00a0fake news \u2018vaccine\u2019<\/a>\u00a0designed by University of Cambridge researchers and Dutch media collective DROG. Presented as an\u00a0online game<\/a>, it works much the same way biological inoculations do, exposing players to the \u201ctechniques and motivations behind the spread of disinformation\u201d in order to mitigate the impact of fake news. While its effectiveness remains unclear, it\u2019s a thought-provoking attempt to ensure a smarter future in the wake of big data.<\/p>\n

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<\/div>\n
<\/canvas><\/div>\n<\/div>
<\/figcaption><\/figure>\n

‘Bad News’ game which aims to ‘inoculate’ against fake news<\/em><\/strong><\/p>\n

The Human Experience (HX) learnings?\u00a0<\/strong>Personality and behavioural profiling have the potential to offer a more accurate and comprehensive tool for understanding consumer motivations than traditional market research. They provide a tangible solution to counteract our social desirability bias, thus ensuring more relevant and successful outputs. But the access to such massive amounts of personal data comes with a level of responsibility and a leap of faith. We believe it\u2019s up to researchers, entrepreneurs, and legislators to think\u00a0human<\/strong>\u00a0first<\/strong>, and use such data only in ways that are transparent, approved, and in the\u00a0best interest of individuals and society<\/a>.<\/p>\n

If done intelligently and responsibly, we believe big data and personality profiling has massive potential to reinvent and reshape the way we think about consumers. For if we crudely define innovation as \u2018something new or novel that adds value to the world\u2019, the best way to add value is to design the most relevant solutions, and the best way to do that is by truly understanding the people you\u2019re designing for.<\/p>","protected":false},"excerpt":{"rendered":"

We\u2019ve been reading all about the Cambridge Analytica files and a few unorthodox insights have caught our\u00a0eye\u2026 While we\u2019re not going to touch on the heated debate itself (for background, see\u00a0here,\u00a0here\u00a0and\u00a0here), we did want to focus on two interesting offshoots of the Cambridge Analytica files: personality profiling and fake news. For those who haven\u2019t been […]<\/p>\n","protected":false},"author":16,"featured_media":969,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[137,182,183,184,145,185],"class_list":["post-965","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-human-experience","tag-behaviour-change","tag-behavioural-economics","tag-cambridge-analytica","tag-fake-news","tag-market-research","tag-psychographics"],"yoast_head":"\nBig data and personality profiling\u2026 what've we've been reading this week at Brand Genetics - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt\/big-data-and-personality-profiling-whatve-weve-been-reading-this-week-at-brand-genetics\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Big data and personality profiling\u2026 what've we've been reading this week at Brand Genetics - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"We\u2019ve been reading all about the Cambridge Analytica files and a few unorthodox insights have caught our\u00a0eye\u2026 While we\u2019re not going to touch on the heated debate itself (for background, see\u00a0here,\u00a0here\u00a0and\u00a0here), we did want to focus on two interesting offshoots of the Cambridge Analytica files: personality profiling and fake news. 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